Why collecting customer preferences matters
Picture this: you are a devoted coffee drinker who always buys whole beans. A message from your favorite coffee brand pops up, and you open it expecting something that matches your taste. Instead, you find a promotion for pods you will never use. It feels off, and easy to ignore.
According to The Future of Consumer Marketing (Klaviyo, 2025), 74% of consumers expect brands to deliver more personalized experiences. Yet personalization is difficult when you don’t know what your customers actually care about.
The good news? You can ask customers directly about their preferences through a form, quiz, or survey. This is called zero-party data. Zero-party data is information that customers intentionally share with a brand. Because it is accurate and permission-based, it gives you the foundation to build smarter segments and send messages that feel relevant from the start.
Collect zero-party data through a WhatsApp automation
WhatsApp makes it easy for customers to share their preferences in a way that feels fun. Quick reply buttons and rich media turn simple questions into an engaging interaction, instead of another form to fill out. When you pair these messages with an automation, you can ask for information one question at a time, which keeps the experience light and conversational.
One of the best times to collect preferences is right after someone subscribes to WhatsApp. This is when you have their full attention, and collecting preferences right away helps you personalize messages from day one.
How to set up your automated WhatsApp preference collection quiz
Browse the dropdowns below to learn how to set up an automated WhatsApp conversation in Klaviyo that collects customer preferences in a simple, conversational way.
Step 1: Create a WhatsApp template with a quick reply
Create the WhatsApp template that will appear in your welcome flow. Use this message to invite customers to share their preferences through a short quiz, and add a quick reply button so they can start the quiz with a single tap.
Step 2: Connect the quick reply to a WhatsApp automation
Create a WhatsApp automation and set the trigger to the keyword used in your quick reply. Add follow up messages to guide customers through the quiz. Each preference question should be its own message, with choices that customers can answer with a single tap (similarly to a quick reply).
Step 3: Store responses as profile properties
In the Settings tab of each message, toggle on the option to store responses as profile properties. This ensures that every answer is saved to the customer profile and ready to use for segmentation, targeting, and personalized flows.
For step-by-step instructions, visit our help center.
Ready to take the next step with WhatsApp?
Explore our "Getting started with WhatsApp" course to learn how to use WhatsApp in Klaviyo to deliver personalized, two-way experiences that build trust, strengthen relationships, and boost revenue.